Let’s begin with the simple question of ‘What is user experience?’
The ISO 9241-210 describes the term ‘user experience’ as 'the ergonomics of human-system interaction'. It defines user experience as 'an individual’s perceptions and responses from the use of, or anticipated use, of a product, service, or system'.
Traditionally, measuring user satisfaction or experience wouser experience of a website. Thoughts and opinions are recorded as the users visit your website. User testing provides both qualitative and quantitative data that can be translated into measurable metrics.
In typical user testing, target users will attempt to complete various tasks while observers watch, take notes and record their behaviour.
Depending on how well they are able to perform these tasks you might uncover major usability issues or find small improvements. Regardless of outcome they help in deteruld involve recruiting a sample of website users for user research testing. A big enough sample however, would be required to make the results statistically significant.
User testing is a great way to evaluate themining the overall user satisfaction with your website.
Fast forward to today...
Microsoft provides a free session recording tool called Clarity. This tool records sessions which you can observe without having to stand over the users’ shoulders. Aside from the cost saving implications, Clarity also integrates well with Google Analytics. This integration opens up a treasure trove of metrics to understand user satisfaction and relate this to site goal conversions.
Microsoft Clarity has been designed with a very low impact on page load times. The asynchronous feature of the tagging script ensures that implementation won't affect your website performance.
Microsoft Clarity uses three features to deliver meaningful data insights. These provide a broader picture of how users really interact with content.
Features of Microsoft Clarity
- Session playbacks
- Insights dashboard
1. Session playbacks
Traditional web analytics tools help to analyse web and app traffic data. But that alone won't tell you what users are really doing on your website.
Microsoft Clarity uses session playbacks, which is a recording of a visitor’s website visit. A playback session helps visualise friction and bottlenecks, and highlights user experience issues.
Session recordings are a great way to review a user’s journey. They allow you to understand any frustrated behaviours that ultimately affect the overall user experience.
2. Heat maps
Detailed heat maps display hot and cold areas of engagement on a page. They show negative user interactions like dead clicks, rage clicks and excessive scrolling.
These metrics paint an impactful picture of how users engage with content. Data points in heat maps provide essential information on user behaviour. This is important as it can prompt you to consider UX refinement to ensure maximum engagement is achieved.
3. Insights dashboard
The Insights dashboard displays aggregate data and analytics so that you can understand your website traffic.
Clarity can also be integrated with Google Analytics. For example, data collection in Google Dimensions will capture screen playback sessions.
At Codehouse, our analytics experts use Microsoft Clarity as one of their tools of choice when supporting our customers’ analytics efforts. This is especially significant in the areas of understanding user experience.
We have a dedicated Analytics service designed to ensure that your digital marketing strategy is implemented according to best practices. This is so you’re able to attain a holistic view of your site visitors.
Talk to us about optimising your user experience. We’ll advise you on how your business can benefit from our Analytics service.
Images' source: Microsoft